Luftal Promo, Case study WHEN IT DOESN'T SMELL, IT SMELLS by DraftFCB Mexico

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Mexico
Agency DraftFCB Mexico
Director Alvaro Hernandez
Creative Director Salvador Pacheco, Luis Pedro Gonzalez
Released March 2011

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: LUFTAL ANTACID
Date of First Appearance: Mar 11 2011
Chief Creative Officer: Nacho Zuccarino (DraftFCB)
Creative Director: Luis Pedro González (DraftFCB)
Creative Director: Salvador Pacheco (DraftFCB)
Executive Producer: Julio López (DraftFCB)
Executive Producer: Rodrigo Huerta (DraftFCB)
Executive Producer: Héctor Méndez (DraftFCB)
Account Vice President: Irene Aguilera (DraftFCB)
Account Director: Luisa Pinto (DraftFCB)
Head of Art: Enrique Arellano (DraftFCB)
Unit Director OTC: Fernando Angel Haua (Bristol Myers Squibb)
Director: Alvaro Hernández (Central Films)
Executive Producer: Mauricio Francini (Central Films)
Executive Producer: Juli Tagger (Conejo Con Corona)
Media placement: Live Action In Subways - Mexico City Metro - 11 March 2011

Insights, Strategy & the Idea
Business, marketing, and communications objectives: convince Mexicans to use LUFTAL, anti-gas medicine. Mexico City holds an explosive combination: lots of people and lots of spices and chilli. Imagine how much gas this food produce. Nevertheless, Mexicans don't use anti-gas medicines.

Target audience: Men and Women, 25 to 55, in contact with the brand. Nevertheless, use of anti-gas medicines is almost nonexistent.

Insight: farts make people so uncomfortable that they generate paranoia.
They smell even when they don't smell.

It was most relevant to both the client and the target because of the tone and manner. "Farts", as a subject, need to be treated in a comical way, not seriously as the other brands do. The dramatization worked and, in a very funny way, we made consumers consider the use of an anti-gas medicine.

Creative Execution
We decided to carry out live action for LUFTAL, most important OTC anti-gas. We chose the subway as the media for getting the message across. A closed airless container where people and spices & chili come together. Action: stunt actors and simple acting. Pretend they had smelled terrible fart to see how the rest of the travellers reacted. After this acting generated chain reaction (the other passengers "smelling" the faked fart), stunt actors popped up banner with legend: "If when it doesn't smell, it smells... Imagine when it does. LUFTAL, stops gas".

Results and Effectiveness
Thanks to this activity, we generated very important awareness and engagement.
LUFTAL increased consumers' interest for the brand and product demand.
The target market was completely won over.